Radio remains strong as a media medium, research shows
Posted: Thu Dec 26, 2024 4:01 am
Radio is listened to by 83% of the Brazilian population, according to a study by Kantar IBOPE Media; CEO Audiency Brasil comments on five myths about advertisements in this modality
“Radio, despite myths and misconceptions about how to advertise, is still an effective means of communication and an alternative for advertising products.”
Brazil celebrated one hundred years of radio in the country on September 7, 2022. In 1922, Brazilians heard a radio broadcast for the first time during the celebration of the centenary of Independence, when the speech of the then President of the Republic, Epitácio Pessoa, was broadcast.
The country's first radio station was Rádio Sociedad do Rio de Janeiro , created in 1923 by anthropologist and educator Edgard Roquette-Pinto, considered the father of radio broadcasting in the country. Since then, millions of Brazilians have had access to music, entertainment and information through the radio's sound waves. A phenomenon that finland phone number list in the view of many, would be threatened by the arrival of television and, in recent years, by the Internet.
Despite this, contrary to many people's fears, radio continued to reinvent itself in the face of digital innovations. This is what Anacleto Angelo Ortigara, CEO of Audiency Brasil Tecnologia, says.
The company was founded in Florianópolis (SC) in 2020, in the midst of the Covid-19 pandemic. The tool distributes, collects, processes and makes data available in real time, 24 hours a day, seven days a week, analyzing more than 6 thousand radio stations in Brazil and in 18 countries.
According to data from Inside Rádio 2022 , an annual study by Kantar IBOPE Media on radio consumption in the country, radio is listened to by 83% of the Brazilian population, considering the 13 regions regularly surveyed by the company.
According to the institute, three out of every five listeners listen to the radio every day and 58% have been listening to the medium more or the same amount in the six months prior to the survey. Regarding daily time, the analysis showed that each listener spends, on average, 3h58 minutes listening to the radio per day.
In addition, 7.4 million Brazilians listen to the radio online. Consumption via the web increased by 85% compared to 2019, with an average consumption of 2h45 minutes, as published by Acaert (Santa Catarina Association of Radio and Television Broadcasters) .
For Ortigara, the data proves that radio is not only still “alive”, but has also proven to be a viable alternative for advertising. “We can see that radio remains strong and relevant, and this is the first time in the country that a presidential campaign has been monitored , which highlights the value of this means of communication as an instrument for disseminating proposals, the basis for work and the characteristics of the candidate”, emphasizes the businessman. “With this, the effectiveness of the broadcasting of the political campaign on the radio was measured, highlighting it as an essential vehicle for all levels of the population”, he adds.
Below, he highlights five “myths” that advertisers may believe about radio ads , but which, in his view, are not true:
1 – Nobody listens to the radio anymore
“It is not true that no one listens to the radio anymore. Quite the opposite: the Kantar Ibope survey shows that, from 2021 to 2022, Brazilians began to consume the medium even more, especially through streaming , which increased even more after the pandemic,” he reports.
2 – Radio advertising is only effective for local businesses
Advertising on radio can be effective for both local and national businesses, says Ortigara. “Radio can help you reach a broad audience nationwide or target a specific area, depending on the station and time slot you choose.”
3 – Radio ads are ignored by listeners
According to Audiency Brasil Tecnologia CEO, radio listeners are actively engaged with the content they are listening to, so they are more likely to listen to the message than ignore it. Additionally, many radio stations offer sponsorship opportunities for events or programs, which can further increase listener engagement.
“Radio, despite myths and misconceptions about how to advertise, is still an effective means of communication and an alternative for advertising products.”
Brazil celebrated one hundred years of radio in the country on September 7, 2022. In 1922, Brazilians heard a radio broadcast for the first time during the celebration of the centenary of Independence, when the speech of the then President of the Republic, Epitácio Pessoa, was broadcast.
The country's first radio station was Rádio Sociedad do Rio de Janeiro , created in 1923 by anthropologist and educator Edgard Roquette-Pinto, considered the father of radio broadcasting in the country. Since then, millions of Brazilians have had access to music, entertainment and information through the radio's sound waves. A phenomenon that finland phone number list in the view of many, would be threatened by the arrival of television and, in recent years, by the Internet.
Despite this, contrary to many people's fears, radio continued to reinvent itself in the face of digital innovations. This is what Anacleto Angelo Ortigara, CEO of Audiency Brasil Tecnologia, says.
The company was founded in Florianópolis (SC) in 2020, in the midst of the Covid-19 pandemic. The tool distributes, collects, processes and makes data available in real time, 24 hours a day, seven days a week, analyzing more than 6 thousand radio stations in Brazil and in 18 countries.
According to data from Inside Rádio 2022 , an annual study by Kantar IBOPE Media on radio consumption in the country, radio is listened to by 83% of the Brazilian population, considering the 13 regions regularly surveyed by the company.
According to the institute, three out of every five listeners listen to the radio every day and 58% have been listening to the medium more or the same amount in the six months prior to the survey. Regarding daily time, the analysis showed that each listener spends, on average, 3h58 minutes listening to the radio per day.
In addition, 7.4 million Brazilians listen to the radio online. Consumption via the web increased by 85% compared to 2019, with an average consumption of 2h45 minutes, as published by Acaert (Santa Catarina Association of Radio and Television Broadcasters) .
For Ortigara, the data proves that radio is not only still “alive”, but has also proven to be a viable alternative for advertising. “We can see that radio remains strong and relevant, and this is the first time in the country that a presidential campaign has been monitored , which highlights the value of this means of communication as an instrument for disseminating proposals, the basis for work and the characteristics of the candidate”, emphasizes the businessman. “With this, the effectiveness of the broadcasting of the political campaign on the radio was measured, highlighting it as an essential vehicle for all levels of the population”, he adds.
Below, he highlights five “myths” that advertisers may believe about radio ads , but which, in his view, are not true:
1 – Nobody listens to the radio anymore
“It is not true that no one listens to the radio anymore. Quite the opposite: the Kantar Ibope survey shows that, from 2021 to 2022, Brazilians began to consume the medium even more, especially through streaming , which increased even more after the pandemic,” he reports.
2 – Radio advertising is only effective for local businesses
Advertising on radio can be effective for both local and national businesses, says Ortigara. “Radio can help you reach a broad audience nationwide or target a specific area, depending on the station and time slot you choose.”
3 – Radio ads are ignored by listeners
According to Audiency Brasil Tecnologia CEO, radio listeners are actively engaged with the content they are listening to, so they are more likely to listen to the message than ignore it. Additionally, many radio stations offer sponsorship opportunities for events or programs, which can further increase listener engagement.